What NRF’s Halloween Survey Tells Suppliers About Seasonal Shopper Timing
Via Retail Dive | Sept. 24, 2026
Retail Dive reports on a new National Retail Federation survey projecting $13.5 billion in Halloween spending this year, above last year’s record. For suppliers and Marketplace sellers, the data on where shoppers plan to buy, when they start, and how they use AI can shape seasonal promotions and marketing timing. It also includes a signal about winter holiday shopping.
Why it matters: NRF has run this Halloween survey for more than two decades, which makes it a useful benchmark for seasonal demand. Use it to check in-season promotion plans and to bring current shopper behavior data into your next buyer conversation, including early winter holiday planning.
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